Is Pattern A Next Step for Tiffany?

CERTAIN things in fashion are untouchable - Chanel's interlocking double-C logo, the red sole of a Christian Louboutin shoe, the pale grey walls of Christian Dior's boutiques - but one of fashion's most recognisable creations: Tiffany & Co's pale blue box, could be up for a makeover. The company's new creative director, Francesca Amfitheatrof, told the September issue of Vogue that she's not afraid to make her mark by changing the famous packaging.

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"I might do limited editions, maybe in a pattern," she revealed, to the relief of anyone who feared it might be a permanent move. "I do love a mixture of patterns."

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A graduate of Central Saint Martins and the Royal College of Art, and with design stints at Gucci, Chanel, Marni and Fendi under her belt, Amfitheatrof has been enlisted by the house to work across all of its objets - from $100 silver keyrings to the multimillion-pound haute joaillerie made in its Fifth Avenue worshops. Undaunted by the task ahead, she reveals how it feels to buy bowls full of diamonds, and to helm a company of 10,000 staff, in the new issue.

Read the full piece, by Vogue's Carol Woolton, in the September issue of Vogue - on newsstands now. See what's inside the issue, here - and download the issue, here.